Above the Fold
This term is traditionally used when describing the top half section of a newspaper (newspapers are usually folded in half and the top half is what people see first). However, the digital age has brought new meaning to this term.
In terms of website or e-mail marketing, above the fold is the area in which users can see before scrolling down. Some also associate this term as the ad location at the top of the website (hoping to be the first thing a user sees). However, due to users’ tendency to simply skim over the top ads, they do not work as well as those included with the content. Google is now said to punish websites that place too many advertisements above the fold.